From an international corporation to a high schooler with a Tumblr account, blogs open up practically limitless possibilities for expression on the internet. Blog posts are a great way to connect with your followers and potential customers. Updating your website with new content through a blog keeps your visitors coming back. They can help boost your SEO, too! But most kinds of blog posts only generate traffic for a short time before they become old news. That’s why you need evergreen content on your website.
Content that’s evergreen continues to generate leads over time and makes the rest of your blog posts even more effective. Think of it like a tree for which it’s named. Trees grow and thrive on their own but also provide shelter, food, and other benefits for the animals and plants that live around them. An evergreen blog post is lasting content that you can build the rest of your blog around. It’s definitive information that you can link back to from new posts.
Evergreen content can rank highly in search results over time and boost traffic on your website. If done right, it can generate leads for months or years to come. Here’s how you can start planting evergreen content on your site!
What makes a post evergreen?
To be evergreen, the information first must be important. It needs to be something people actively seek out and that they’ll find useful or valuable. A blog post dedicated to your favorite sports team probably won’t be valuable to most of your visitors. A post about the founding of your company can be.
Evergreen content dives into important information, giving readers an in-depth look at the subject. It doesn’t just skim – it’s the definitive source on a topic. That means it’s often longer than other posts on a site.
It’s always relevant.
Unless you’re a theoretical physicist, the universe exists in four dimensions. H.G. Wells’ Time Traveler explains these as “Length, Breadth, Thickness, and Duration.” As it exists on the internet, a blog post doesn’t exactly possess any of the first three (except length, maybe). What it does have, though, is duration.
A typical blog post might experience a spike in views a few days after it’s released, but most tend to taper off after a week or so. But as this case study from Moz demonstrates, evergreen content escapes from the fourth dimension, so to speak. It’s a post that will continue to generate traffic long after it’s been posted, possibly even growing in popularity as time goes on. That’s because for the most part, the content within the post doesn’t become outdated. For example, a news update post isn’t often relevant for very long but an informative tutorial can be.
How do I write evergreen content?
Everybody is a beginner at some point – and not all beginners eventually become experts. Nor do they need to!
Don’t write to impress the experts in your field, because chances are they already know what they’re doing and won’t be looking for help from other experts. Instead, write for beginners. This not only gives you a wider audience, but a more enthusiastic one as well.
By making your content accessible and informative, you’ll make it easy for readers to benefit from your knowledge and experience and keep them coming back for more. Use language that the layman can understand. If you use any technical terms or reference ideas they may not be familiar with, make sure you define them. You can also link to other posts on your site that explain these concepts.
Be more specific.
Don’t make things harder than they need to be. While evergreen content is often longer and more in-depth than other posts, you’ll still need to narrow down your topic as much as possible. A specific topic is much easier to write about than a broad one. It’s easier for your audience to stick with, as well.
That doesn’t mean you should ignore the bigger picture. After you’ve narrowed down the subject of your post from a bigger topic, save the information that didn’t make the cut for future posts. Create several posts on specific aspects of that bigger topic and link them together for a multi-post guide to that topic.
Keep it updated.
Evergreen content should be timeless, but times change. New technology, developments in your field, or even world events may make some points outdated. Take the time to revisit your content occasionally to ensure it remains accurate.
Keep your CTA updated, too. All of your blog posts contain a call to action, right? Even your evergreen posts should have one – make sure the action you’re calling readers to take isn’t outdated!
Have great SEO.
Search engines love evergreen content, but only when it’s optimized correctly. A tree needs fertile soil, water, and good sunlight to grow, just like an evergreen blog post needs proper SEO to generate traffic for years to come.
While you should consider SEO on every page on your site, optimizing your evergreen content should be a priority. For the best results, spend more time on SEO for these posts.
Write more content.
Sure, a tree or two is nice… but why not grow a whole forest? By continually producing compelling content, you can develop regular traffic to your website from interested readers who follow you. Keep watch for new opportunities to create evergreen content, like resource lists or curated “top tips” posts covering new content.
As you write new evergreen posts, link between them! This benefits you in a few ways. For one thing, it makes it easier to navigate between posts, something both your readers and search engine crawlers will appreciate. It also directs readers from new content back to older posts, meaning these posts will continue to drive traffic even longer.
Struggling to come up with new content? Learn how to recycle content here!
Every post you write doesn’t need to be evergreen content. A content plan should be made up of all kinds of posts. But long-lived and definitive evergreen posts provide the rest of your blog with a foundation. No matter what kind of website you run or blog content you produce, evergreen content can help you reach your goals.